Game-Based Marketing - Room 214 - James Clark AMA Presentation

GAME-BASED MARKETINGPresented by

James ClarkCo-Founder, Room 214

@jamesoclark, @Room_214#AMAReadyTalk

Gamification

The process of increasing user engagement and/or participation by integrating game mechanics and dynamics into your site,

service, community to drive participation and engagement

Source: Wikipedia.org

Game Mechanics

The elements of a game that allow for a fun and engaging user experience. Including, but

not limited to: goals, points, collecting badges, awards, trophies, etc.; rankings and

leaderboards, levels, exchange of virtual goods and currencies and feedback loops


Game Dynamics

The compelling motivational nature of the game is the result of the desires and

motivations: reward, status, achievement, self-expression, competition, altruism


The 4 Fun Keys

Hard FunFiero

People FunAmusement

Easy FunCuriosity

SeriousFunRelaxation

source: xeodesign.com

Game Zen

“Games should be easy to pick up,

instantly engaging, and

offer somewhere to go once you are engaged.”

– Trip Hawkins, Founder, Digital

Chocolate

Three Steps to Gamification

1. POINTS•Experience Points – earn points for doing something, completing tasks•Skill Points – earned through interacting with a system that needs learning•Influence Points: ratings in Amazon, ratings in Stackoverflow•Redeemable Points: Can you spend your points? – Frequent Flier Miles – very sticky engagement loop

2. FEEDBACK & REWARDS•Levels: shorthand for participation and achievement•Leaderboards: identify, motivate and reward your most devoted players (can de-motivate new players)•Social leaderboards: you and your friends – beat the next person above you•Missions: tell players what to do next – SCVNGR•Reputation and ratings: ask and answer questions Amazon, Stackoverflow, trust is necessary•Achievements: short-term goals + sense of progression (beware of achievement fatigue)•Roles: time-based roles – newbies (easy to earn – feel successful) and power users (scarce resources – access)

3. VIRAL OUTREACH•Competition: bragging, taunting, challenging •Cooperation: sharing, helping, gifting •Self-Expression: check out my character/outfit/farm/page

Source: Amy Jo Kim, Reward Systems that Drive Engagement

Game Mechanics and Human Desires

Source: Bunchball: Gamification 101 Whitepaper

5 Fundamental Game Mechanics

1. POINTS

•Most fundamental mechanic that makes something seem like a game is points

• Once you’ve got points – you can do leaderboards• Once you’ve got points – you can do levels



2. COLLECTING•Collecting is very main stream: baseball cards, trading cards, beanie babies, shot glasses from around the world.

• Badges tap into game mechanics

• Badges are interesting where there are more to earn

•What does it mean to get a complete set: Gain Status, Access and $$

•If you can frame your badges as sets that you can complete – you just tapped into collecting mechanics



3. FEEDBACK

•Games gives you feedback on so many levels about what you’re doing they actually makes you better at your skill.

• Keeps you on the road to mastery • Tells you if you’re on the right track• Helps you get better like a great coach



4. EXCHANGES

• Taking Turns • Chess, conversations, tit-for-tat• Most basic game mechanics we learn as kids: wait your turn



5. CUSTOMIZATION

•Can be customizing your character like World of Warcraft – or bligning out your profile on Facebook or Twitter.

• Anytime you have a rich profile you can decorate

• Traditionally the ground of hardcore gamers is not much more in the general public lexicon


Game Mechanics in Use

Accomplishment + Viral

How Most Businesses Create A Challenge

Source: Julie Dirksen, Creating Game-like Engagement for Learning

How Games Create Challenge

Source: Julie Dirksen, Creating Game-like Engagement for Learning

Fun = Learning

“Fun is just another word for learning”

10,000 Hours to Mastery

• It takes 10,000 hours of deliberate practice to master a subject or skill

• The person practicing must constantly strive to get better

• 10,000 hours for great achievement

10,000 Hours Playing Online Games

• By the age of 21 a majority of kids will have spent 10,000 hours playing online video games

• We invest 3 Billion Hours Weekly in Online Gaming

• So what exactly are these kids getting good at?

• Urgent Optimism – the belief that you will ultimately be successful, even if you experience many failures

• Social fabric – a sense of trust that will help you

• Blissful productivity – a desire to work hard and purposefully

• Epic meaning – an understanding that one is individually capable of changing the world

Jane McGonigal, Director of Game

Research & Development,

Institute for the Future

Source:Jane McGonigal, TED Presentation: Gaming can make a better world

Future of Kiva

Who is Kiva’s biggest competitor?

“I think our biggest competitor is actually, probably Zynga. It’s not other nonprofits it’s actually competing for people’s

attention. That fantasy football player in Canton, Ohio who might play two hours of Farmville at night, how do we get them to think about Uganda?…If building a real farm on Kiva can be as compelling as building a virtual farm on Facebook, then I

think we’ve done our jobs really well.”- Kiva, President Premal Shah

VS

Business Value of Gamification

Gamification can drive virtually any kind of participation including:

“Participation Builds Lasting Relationship

and Impacts Fundamental

Business Objectives”

- Bunchball “Gamification 101”

• Watching videos• Listening to audio• Viewing photos• Opting in to email• Creating content• Answering questions• Making a purchase• Taking quizzes• Search for info• Sharing personal info• Rating products

• Reading articles• Registrations• Voting on content• Writing comments• Participating in discussions• Posting to forums• Taking a poll• Visiting repeatedly• Visiting affiliate sites• Recommending affiliates

Source: Bunchball: Gamification 101 Whitepaper

You’ve Got To Read

Resources

Articles:

HOW TO: Use Game Mechanics to Power Your Business, Mashable, http://goo.gl/3ubh

SCVNGR’s Secret Game Mechanics Playdeck, Tech Crunch, http://goo.gl/IR6s

Mint Turns Personal Finance Into a Game. It’s Better Than It Sounds, Tech Crunch, http://goo.gl/AlPX

Kiva President on the Next 5 Years and Why Zynga is Their Biggest Rival, Tech Crunch TV, http://goo.gl/lU3b

Jane McGonigal: Gaming Can Make a Better World, TED Talk, http://goo.gl/xiKd

Get Ready for the Decade of Gamification, MercuryNews.com, http://goo.gl/7W4r

People to Follow:

Amy Jo Kim, @amyjokim, http://shufflebrain.com

Gabe Zichermann, @gzicherm, co-author of: game-based marketing, http://gamebasedmarketing.com, http://gamification.co

Companies Doing Cool Things:

Badgeville, http://badgeville.com/

FanAppz, http://fanzpps.com

BigDoor, http://bigdoor.com

Bunchball, http://bunchball.com

Thank You.

Game-Based Marketing - Room 214 - James Clark AMA Presentation

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